A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
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| Preface |
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Part I Introduction: Decisions, Information and Systems |
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1 Marketing Decisions and Marketing Information |
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1 | (16) |
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2 The Marketing Information System |
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17 | (28) |
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Part II Elements of the Marketing Information System |
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3 Marketing Productivity Analysis |
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45 | (20) |
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65 | (15) |
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80 | (38) |
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6 Market and Marketing Models |
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118 | (21) |
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Part III Managing Marketing Information |
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7 Developing Marketing Information Systems |
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139 | (48) |
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8 Organisation for Marketing Information |
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187 | (19) |
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9 Evaluating the Marketing Information Function |
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206 | (10) |
| Index |
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216 | |
Multivolume collection by leading authors in the field
